化妆品品牌形象构成因素的实证研究

发布时间：2018-05-26 14:52

本文选题：化妆品 + 品牌形象　；参考：《西南财经大学》2012年硕士论文

【摘要】：在品牌国际化和市场竞争白炽化的今天,如何提高自身的核心竞争力,抢得市场发展先机成为了当下化妆品行业的热点。作为市场竞争力研究的重要组成部分,化妆品品牌的构建日益成为各企业探索发展的主要道路之一,产品本身是没有生命力的,只有产品,没有品牌,或者是只有贴牌,没有品牌的企业更是没有生命力和延续性的。企业要想能长期稳定的发展下去,必须重视品牌的塑造和管理,知名品牌已经成为企业组织形象的标志、是抢得市场先机的必须要素。在消费者心目中形成一个清晰、独特的品牌形象,保持顾客的满意与忠诚,并形成强大的品牌资产,能够为企业带来更多的利益,从同类竞争对手中脱颖而出,形成强有力的品牌诉求点和市场亮点,从而可以在经济缓慢发展的今天大大地扩大市场范围。品牌形象是消费者头脑中对某一品牌的所有构成要素和其清晰、独特的总体印象,它在很大程度上取决于消费者在心理上的对于品牌的联想,而品牌形象的个性塑造方法主要是依靠信启、的传播。清晰、独特的品牌形象,可以使消费者能够在眼花缭乱的品牌中,快速做出购买选择,同时降低购买决策的风险从而使其重复购买及保持品牌忠诚；那么对于企业来说,通过建立个性化的品牌,既可以使企业增强实力和获得强大的品牌资产,而且能在市场中取得一席之地,不断积累更多的顾客资源,最终形成强势独特的品牌,从而提高其市场占有率和增强市场竞争力。品牌形象是随着经济的发展形成的,自从它被提以来以后,各个学者与各行企业都热衷于研究它的各个方面。国内外对化妆品的研究集中于营销、广告、渠道、个案研究等方面,对化妆品品牌形象的构成因素研究很少,而且依然没有形成统一的认识,基于此,本文将品牌形象理论应用于化妆品行业中,通过问卷调查,采用统计分析方法研究得出了化妆品品牌形象要素结构及相应模型,为化妆品的品牌形象塑造提供参考。本文的研究思路,总共有七章,具体如下：第一章：绪论,对研究背景、研究意义及本文的特色之处、研究思路与方法进行了阐述。第二章：文献综述,在已有的理论上对品牌概念与内涵以及品牌对化妆品销售的作用、品牌形象理论综述、品牌形象构成因素研究、化妆品研究等几方面进行归纳和总结。第三章：主要分析化妆品市场和消费特征,包括化妆品的定义及分类、化妆品市场需求和趋势分析、化妆品消费特征和化妆品消费心理分析。第四章：实证研究设计,提出了化妆品品牌形象的概念模型和研究假设,确定了问卷的测量项调研实施和数据收集。第五章：调研数据分析,对问卷样本数据进行了描述性统计分析、探因子分析和信度与效度分析,并得出品牌形象模型。第六章：研究结论与管理启示,得出研究结果并提出实践建议。第七章：研究结论与展望,对本文进行了总结,说明本研究不足之处及对未来的展望。通过研究结论可以得出,化妆品品牌形象是一个复杂多维的概念,它由多个维度构成。化妆品品牌形象是消费者头脑中对该品牌的所有构成要素和其独特性总体印象和评价,化妆品品牌形象由8个维度构成,它们的重要性从到小依次为：化妆品的企业形象、功能形象、品牌个性形象、使用者形象、产品内在形象、产品外在形象、服务形象、促销形象。基于研究结论,本文提出了关于化妆品品牌建设的相关建议,企业应从多个维度来提升化妆品品牌形象,并根据化妆品品牌形象构成要素的重要性大小,有针对性的投入资源,要以优质的商品、物有所值的价格和良好的服务吸引顾客。
[Abstract]:Today, as the brand internationalization and market competition are incandescent, how to improve the core competitiveness of our own and win the development of the market has become the hot spot in the present cosmetics industry. As an important part of the market competitiveness research, the construction of cosmetics brand has become one of the main ways for the enterprises to explore and develop, and the product itself is not There is vitality, only products, no brands, or only OEM, no brand enterprises are no vitality and continuity. If enterprises want to be able to develop steadily for a long time, we must attach importance to the molding and management of the brand. The famous brand has become the symbol of the organization shape of the enterprise, and it is the essential factor to get the opportunity to get the market. In the mind, a clear and unique brand image is formed, and the customer's satisfaction and loyalty are maintained, and a strong brand asset can be formed. It can bring more benefits to the enterprise, stand out from the competitor of the same kind, form a strong brand demand point and market spot, so that it can expand greatly in the slow development of the economy. Market scope.
Brand image is all the elements of a brand in the consumer's mind and its clear and unique overall impression. It depends to a great extent on the brand association of the consumer in the psychology, and the way to shape the personality of the brand image is mainly to rely on the communication. The clear and unique brand image can make the consumer be able to make the brand image. In the dazzling brand, make a quick purchase choice, reduce the risk of purchasing decision and make it repeat purchase and maintain the brand loyalty. For the enterprise, by establishing a personalized brand, it can make the enterprise strengthen the strength and obtain the strong brand assets, and can get a place in the market, The brand image is formed with the development of the economy. Since it has been put forward, every scholar and all enterprises are keen to study its various aspects.
The research on cosmetics at home and abroad is concentrated on marketing, advertising, channel, case study and so on. There are few researches on the components of cosmetics brand image, and still there is no unified understanding. Based on this, this paper applies the brand image theory to the cosmetics industry, and has studied by questionnaire and using statistical analysis method. The structure and corresponding models of cosmetics brand image provide reference for brand image building of cosmetics.
There are seven chapters in this study.
The first chapter: introduction, the research background, research significance and characteristics of this article, research ideas and methods are described.
The second chapter: literature review, in the existing theory of the concept of brand concept and connotation and the role of brand to cosmetics sales, brand image theory, brand image components research, cosmetics research and other aspects are summarized and summarized.
The third chapter mainly analyzes the cosmetic market and the consumption characteristics, including the definition and classification of cosmetics, the demand and trend analysis of the cosmetics market, the characteristics of cosmetics consumption and the psychological analysis of cosmetics consumption.
The fourth chapter: empirical research design, put forward the concept model and research hypothesis of cosmetic brand image, and confirm the survey implementation and data collection of the questionnaire.
The fifth chapter: research data analysis, descriptive statistical analysis of sample data, factor analysis and reliability and validity analysis, and the brand image model.
The sixth chapter: research conclusion and management enlightenment, draw the research results and put forward practical suggestions.
The seventh chapter: research conclusions and prospects, summarizes the article, explains the deficiencies and prospects for the future.
The brand image of cosmetics is a complex multi-dimensional concept, which is composed of many dimensions. The brand image of cosmetics is the overall impression and evaluation of the brand in the consumer's mind. The cosmetic brand image is composed of 8 dimensions. The enterprise image of cosmetics, functional image, brand personality image, user image, product inner image, product external image, service image, promotion image. Based on the research conclusion, this paper puts forward related suggestions about cosmetics brand construction, enterprises should promote cosmetic brand image from many dimensions and according to cosmetic brand shape. Like the importance of the elements, targeted resources should be invested to attract customers with high quality goods, good value for money and good service.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F426.72;F224

【参考文献】